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Afrogem Jewellers

Shopify Website

Afrogem Jewellers

Afrogem, a heritage jeweller established in 1966 and based in Cape Town, partnered with my studio to modernise their online presence with a full Shopify redesign and theme upgrade. The result is a sophisticated, high-performing online store that beautifully reflects Afrogem’s legacy of craftsmanship and elegance — while giving their team more flexibility and control through Shopify’s 2.0 functionality.

www.afrogem.co.za

The Challenge

As one of South Africa’s oldest jewellery brands, Afrogem’s website needed to communicate the same level of refinement and trust as their in-store experience. However, their online store was built on an outdated Shopify 1.0 theme that was no longer supported by Shopify.

This presented several challenges:

  • An outdated design that didn’t align with Afrogem’s timeless luxury aesthetic.
  • Limited layout flexibility, making content updates difficult.
  • Slower page speeds and reduced performance on mobile.
  • Missed opportunities for showcasing jewellery collections in an inspiring, conversion-focused way.

Afrogem needed a website that honoured their 50+ year heritage while feeling fresh, modern and effortless to browse.

The Solution

We started by defining Afrogem’s creative direction — elegant, minimal, and timeless — and then selected a premium Shopify 2.0 theme that could bring this vision to life while providing the flexibility their team needed.

Key steps included:

  • Creative Direction: Developing a design aesthetic that balanced Afrogem’s heritage with modern UX principles.
  • Theme Selection: Choosing a premium Shopify 2.0 theme that offered modular layouts, advanced filtering, and easy content updates.
  • Full Shopify Redesign: Redesigning every page for clarity, elegance, and conversion.
  • Conversion Optimisation: Ensuring key trust building features were prominent throughout the website.
  • Mobile Optimisation: Ensuring a seamless and fast mobile experience.
  • Ongoing Support: Providing guidance and technical support post-launch for updates and refinements.
Results & Impact

The new Afrogem website reflects the brand’s sophistication while giving customers a smooth, trustworthy online shopping experience.

The Results

  • A refined, high-end website aligned with Afrogem’s premium positioning.
  • Faster load times and improved mobile usability.
  • Greater flexibility for the in-house team to manage content.
  • An elevated visual presentation of collections that enhances customer engagement and trust

The Impact

Afrogem now has a Shopify store that matches the beauty and craftsmanship of its jewellery — timeless, elegant, and built to grow. The redesigned site not only enhances customer experience but also empowers the brand team with the tools and confidence to manage their online store effortlessly.

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